Encountering Ready Customers with

Situational Triggers & Online Display Ads

Dr. Jim Barry

March 22, 2017

Session II: Group Project (Part 1a) Background

MKT 5225

Slide 2

Situational Triggers

Creates Timely Solution to Pain Point• Encounters ready customers

• Bypasses long-term courtship

• Simplifies attention getting

• Provide pay-per-click metrics

• Provides near real-time response

Slide 3

Relevant Pain Points for Cosmetic Dentistry

Can you encounter a ready prospect?

• Exact moment WHEN audience feels the pressure (situational trigger)

• Opportunity to digitally confront the prospect WHERE they search for pain point solutions

Slide 44

Encountering Ready Customers

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Personas & Value Proposition Landing Pages

Prepping Websites for Traffic Reception

• Encountering target audiences through:

• Situational triggers

• Passions

• Influencers

Situational

Triggers

Passions

Influencers

Landing

Page Value

Proposition

e.g., Display Ads

e.g., Blogs

e.g., Social Networks

Slide 6

Examples of Situational Triggers

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Encountering Ready Audience – Passion/Influencer

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Persona Relevance for Custom Tailors

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Persona Relevance for Custom Tailors

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Persona Relevance for Custom Tailors

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Encountering Ready Customers

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Encountering Ready Customers

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Cosmetic DentistrySpending Motivation: Attracting the Best

Lonely Hearts

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Cosmetic DentistrySpending Motivation: Attracting the Best

Cosmopolitan

Slide 15

Cosmetic DentistrySpending Motivation: Attracting the Best

Forever Vain

Slide 16

Cosmetic DentistrySpending Motivation: Attracting the Best

Narcissists

Designing Online Display Ads for

Encountering Ready Customers

Dr. Jim Barry

August 31, 2016

Session II: Group Project (Part 1a) Background

MKT 5225

Slide 18

Creating Attention with Anomalies

Drawing attention amidst clutter

benefits from anomalies• Unusual settings

• Irony

• Exaggerations

Slide 19

Creating Attention with Anomalies

Drawing attention through

participation• Fill in blanks

• Solve a puzzle

• Answer the question

• Play on words

• Visual contrast

• Evolution

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Creating Persuasion

Stirring interest, desire

and action requires:• Problem solving

• Single, competitive benefit

• Straightforward

message…avoid metaphors

• Proof positive demo

• Credible testimony

Slide 21

Creating Recall

Enhancing promotional

requires: • In-your-face stopper (giantism

at the point of benefit)

• Concept imagery

• Conditioning

• Cultural icons

• Repetition

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Creating Brand Association

Brand association

requires: • Well integrated ad

• Minimal browse

• Immediate attention to benefit

• Anchored on brand name

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Example Ad

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Example Ad

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Example Ad

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Example Ad

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Example Ad

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Example Ad

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Example Ad

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Example Ad

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Example Ad

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Example Ad

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Example Ad

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Example Ad

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Example Ad

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Example Ad

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Example Ad

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Example Ad

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Example Ad

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Example Ad

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Example Ad

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Example Ad

Slide 43

Which Ad Performed Better?A B C D

E F G H

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Practicals - Versatility

Slide 45

Practicals - Versatility

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Practicals - Comfort

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Trendy’s - Status

Slide 48

Trendy’s – Expressive Style

Slide 49

Group Project 1a Background

Part Ia: Online Ad Campaigns for Persona Driven

Situational Triggers (p 42-43 of text)From your list of available business

unit personas (http://bit.ly/1ijtamg), examine the personas that lend

themselves to situational triggers.

Once the situational trigger is identified, complete the following:1. Rationalize how 3 personas provides an opportunity to create a timely

solution to a well-defined pain point. State a convincing argument how

an online ad could directly encounter ready customers.

2. Design one ad per each identified persona (3 ads total) that scores

high on attention, persuasion, recall and brand association.

3. Identify types of online sites (show URL) that would accommodate

each ad (one site per ad for a total of 3 sites).

Concept for encountering ready customer is clearly understood

Pain point is well understood and convincing

Situational trigger has a clear and feasible path to encountering

ready customers

Situational trigger addresses a pain point suitable to the

persona

Concept for ad attention follows concepts discussed in class

Concept for persuasion follows concepts discussed in class

Concept for recall follows concepts discussed in class

Concept for brand association follows concepts discussed in

class

Selection of ad placement site fits persona

The identified site for ad placement is appropriate for identified

pain point

Grading Rubric